“Traffic is the most convincing data. 80% of our website traffic passes throughGoogleimported. ”

——A Mining Engineering Machinery Co., Ltd. in Shanghai

Introduction

In recent years, the global construction machinery market competition has become increasingly fierce. For Chinese manufacturing companies, obtaining high-quality overseas customers quickly and efficiently has become the core driving force for their continued growth. According to authoritative data，More than 90% of the world's buyersActively looking for new construction machinery suppliers through search engines such as Google, Google alone occupies more than half of the global search engine market.90% share。 According to industry research, up to 60% of overseas buyers in the early stage of purchasing decision-making, the first step is to search for target products, suppliers and brand information through Google.

In reality, a large number of Chinese construction machinery export companies have harvested more than 70% of effective overseas inquiries through accurate Google search advertisements, and the rate of conversion into formal orders is much higher than that of traditional exhibitions or B2B platform acquisition methods.Industry leaders such as XCMG and third-tier companies use Google advertising as the “standard" for overseas markets to obtain customers”，The input-output ratio (ROI) is generally better than other foreign trade promotion channels.

So, what are the key points that the construction machinery industry should pay attention to in Google advertising? How to set up an advertising budget, choose precise keywords, and continuously optimize advertising effectiveness? Next, we will sort out the core strategies and practical skills for you to run Google ads, so as to efficiently open up the global market.

What is Google advertising?

Google Ads (Google Ads)，Formerly known as Google AdWords，It is an online advertising platform launched by Google. It allows companies and individuals to place text, pictures, videos and other forms of advertising on the Google search engine results page (SERP) and Google's partner websites, so as to accurately reach a large number of potential customers around the world.

In the construction machinery foreign trade industry, the most commonly used type of Google advertising is search advertising. When overseas buyers search for keywords such as “excavator manufacturer”, ”road roller supplier China”, ”buy wheel loader” and so on in Google, your corporate advertisement will have the opportunity to be displayed at the top or bottom of the search results in the form of “sponsored link” or “advertisement” tags, which are better than the natural ranking.Be seen by target customers faster and more directly.

The main advantages of Google advertising include：

• Highly accurate: As long as customers search for keywords related to your product and industry, the advertisement will be displayed in front of the target customer, effectively targeting the real needs.
• Flexible control: You can freely set the budget, the area to be launched, the time period, and the content of the product or service to be promoted.
• Data can be tracked: advertising delivery effects such as impressions, click-through rates, inquiry data, etc. can be accurately counted to facilitate subsequent optimization and adjustment.
• Diversified coverage: In addition to search advertising, Google also supports display advertising (images/banners), video advertising (YouTube), remarketing advertising and other forms to help companies achieve the dual goals of brand exposure and customer conversion.

In short, Google advertising is like a “global exhibition + salesman” in the new era, but it is online 24 hours a day, facing potential buyers around the world, and is not limited by geography and time difference. Under the trend of digitization of global procurement, it has become a “must option” for foreign trade enterprises in high-value industries such as construction machinery to obtain customers and brands to go overseas.

The key points of the construction machinery industry in Google advertising

For the construction machinery industry to do foreign trade, in order for Google advertising to truly play a role in obtaining customers and orders, it depends on the method of “doorway”, rather than “throwing money on the spirit”. The following key points can make your advertising budget more productive and inquiries more reliable.

Clarify the account structure and distinguish the goals-brand exposure and inquiry conversion must be "done with both hands”

Chinese brands often face a common problem from the beginning when they go out to sea, that is, the brand awareness is not enough, which directly leads to the extremely low conversion rate of inquiries! Therefore, it is necessary to build an account structure rationally, and brand exposure and inquiry transformation must be “done with both hands”! For companies with sufficient budgets, it is very recommended to find some well-known PR agencies and KOLs in the industry to do brand endorsements in the early stage of the launch. On the one hand, they can warm up the endorsements for the brand, and on the other hand, they can also accumulate advertising materials.

The structure of the Google advertising account is the same, and it must also be designed for the two aspects of brand exposure and inquiry conversion to maximize ROI!

For brand exposure advertisements, focus on keywords such as company name, product category, and corporate advantages to let customers know who you are. For example, the words ”SANY excavator China“ and ”XCMG road roller exporter" are typical brand words. Advertising materials emphasize product qualifications, glorious corporate history, success stories, etc.

For inquiry conversion advertising, the key goal is to promote specific products and encourage customers to leave inquiries! Companies can focus on those high-enthusiasm words with clear purchase intentions, such as ”buy wheel loader”, ”concrete pump price“, ”China hydraulic excavator supplier" and so on. Assist some long-tail search terms with an average daily search volume of more than 500, you can use a combination of “core words + scene words + regional words”, such as “Road roller for sale in South Africa”. This can not only ensure the number of leads, but also reduce the average cost of obtaining leads.

Keyword research-target high-intent customers, don't follow the trend and burn money indiscriminately

First sort out their main products, combine the language habits of the target market, and select those keywords that “have both people searching and transaction intentions”. At this time, it is extremely important to learn to use tools! In terms of tools, it is recommended to use Google's own keyword planning tool Google Keyword Planner Mainly, auxiliary third-party tools such asSEMrush、 similarweb、Ubersuggestetc.

It is also extremely important to find keywords. Don't rely on parts of speech! Think of yourself as an overseas customer, and you have to see how buyers will actually search. For example, “wheel loader price”, “used excavator dealer in Africa”, “concrete mixing plant for sale”, etc. are all high-frequency words. According to Google's 2023 North American Construction Machinery Industry report, 80% of single customers come from medium- and long-tail keywords (such as ”mini bulldozer supplier Malaysia"), rather than a single big word.

Reveal a little trick: you can add some endings such as “for sale”, “price”, “supplier”, and “manufacturer” to increase your intent.

Budget allocation and bidding strategy-you have to be able to calculate the cost of spending money, and gradually increase the amount. Don't get fat in one bite.

When the budget is limited, it is recommended to put 70% of the money on “inquiry conversion” first, and 30% for brand exposure. It is not advisable for novices to start in full at the beginning. The trial investment will take 1-2 months, and the amount will be gradually increased according to the actual cost of click (CPC) and inquiry cost (CPL).

In bidding, don't blindly fight for high prices. Sometimes in “unpopular" markets such as Africa and the Middle East, you can get good exposure for less than$0.8 for each keyword CPC.；The European and American markets are a bit more expensive, generally$1-2 per click.Companies with sufficient budgets don't have to say much, all keywords are slammed, and they quickly seize a favorable market! Quantitative changes accumulate qualitative changes, and the cost of inquiry will definitely decrease after a period of time, and the brand will continue to accumulate the added value of the brand. Companies with limited budgets don't want to make a big deal. Try to invest first and then fine-tune.，The average cost of a single inquiry in the industry is within 14 US dollars，When the benefits are good, we will raise the budget.

Improve the conversion rate-not just the landing page, the core lies in efficient undertaking!

When it comes to increasing conversion rates, most people don't have time to think of optimizing landing pages. However, in fact, landing pages are only the tip of the iceberg that affects the conversion rate for high-customer unit price products of construction machinery. The key to truly determining the conversion of transactions often lies in the professional undertaking process of the follow-up sales team.

Unlike conventional e-commerce, the high-value attributes of construction machinery determineMost overseas customers (more than 99%) will communicate with the company's sales staff through online consultation, e-mail or telephone before placing an order to obtain detailed information or quotations.，Instead of placing an order directly online.

Facing global business, local companies generally face two major problems.：

• Language barrier: When selling across borders, most of the customers are non-Chinese users, and the language barrier leads to serious loss of orders.
• Time difference problem: The popular time periods for customer inquiries around the world are uneven, no one cares about late-night consultations, and clues from real money are lost in vain.

If you adopt a traditional solution and hire professional sales who are proficient in multiple languages, not only will manpower be scarce, but the salary will be as high as 3-4 times that of ordinary sales. If you choose a local agency channel, it will be difficult to manage and marketing costs will increase sharply, which will seriously affect the profit margin of the enterprise.

Fortunately, AI innovation empowers companies —— Mixdesk Full-link smart workbench

With the popularization of AI technology, like Mixdesk Such a one-stop AI customer undertaking platform is helping more and more engineering machinery companies efficiently break through barriers to going to sea.

Mixdesk Core advantages：

• Omni-channel message aggregation: "One workbench, integrate all marketing messages" Support the integration of all customer inquiries on the official website, social media, third-party platforms, etc. to avoid missing news.

• AI intelligent reception, covering global buyers 7×24 hours a day Mix AI deeply integrates top large-scale models such as ChatGPT and DeepSeek, supports agent platforms such as Diify and Coze, and quickly builds dedicated AI employees, automatically responds to customer inquiries around the clock and in multiple languages, and provides one-stop service for pre-sales, in-sales, and after-sales.
• Super automation and flexible workflow Automatic labeling according to customer intentions, intelligent push of multi-language welcome words, automatic processing of comments, automatic correlation and assignment of important information extraction, and efficient human-machine collaboration and efficient circulation, greatly improving the operational efficiency of the sales team.
• Two-way translation at the native language level truly eliminates barriers to communication Support real-time two-way multilingual automatic translation, local sales can communicate freely and smoothly with global customers in Chinese, accurately covering all kinds of slang and industry terms, making the service more professional.

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Data tracking and continuous optimization-if the advertising effect is not tracked, it is "pepper noodles”

Do not analyze background data, only blind typing, it is recommended to combine Google Analytics Configure conversion tracking with the advertising background, and set ”form submission“, ”Registration“, ”consultation", etc. as conversion goals. Take a look at the key word report every week, and sift out the “waste words” that burn money and fail to make inquiries in time. Compare the data of each campaign (exposure, clicks, inquiries, conversions), and optimize the monthly budget to invest in the most effective words and advertisements. Combined with the data compass of the Mixdesk workbench, it can also optimize every detail of the customer transaction process, and with the assistance of AI, 360° continuously and accurately improve the user portrait.

Conclusion

With the further intensification of overseas market competition, construction machinery companies can only accurately match the real needs of global customers, improve conversion efficiency, and achieve high-quality business growth by continuously improving their digital marketing capabilities and flexibly using AI tools such as Google Advertising and Mixdesk. In the new stage of global competition, grasping the dividends of data and tools is not only a short-term business opportunity, but also the core competitiveness of the company's sustainable development in the future.